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For Customer Experience Professionals

Consumers' Likelihood To Recommend 133 Firms

How Likely Are US Consumers To Recommend Firms Across 14 Industries?

February 2, 2010


  • By Bruce D. Temkin
  • with William Chu,
  • Shelby Catino

Why Read This Report

Forrester asked more than 4,600 US consumers about their likelihood to recommend 133 companies across 14 different industries. As an industry, retailers were the most recommended, while utility providers, health insurance plans, and TV service providers were the least recommended. Barnes & Noble,, and eBay were the most recommended firms. When we compared companies with their industry averages, credit unions and SunTrust Bank came to the top of the list. Our analysis of responses by generation shows that Seniors are the most likely to recommend companies and Younger Boomers are the least likely to recommend.

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  • Likelihood Of Consumers To Recommend Companies By Industry
  • Likelihood Of Consumers To Recommend 133 Companies
  • Likelihood Of Recommendations By Generation